The Media Strategy

All considerations, which determine the make-up of a copy strategy, also define the media focus of any advertising campaign. In addition, the Media Strategy considers

(a) Where the advertiser wants to say what he wants to say, regional, national or international?

(b) For how long? [Read more…]

Advertising Development

Advertising development involves five essential stages, which include Planning, Preparation, Placement, Monitoring and Evaluation.

Planning

Advertising is not the result of haphazard creativity. Rather, it is the product of careful thought planning. Consequently, [Read more…]

Retaining Advertising Accounts

To retain an advertising account which has taken so much effort to win, an agency must make conscious effort to offer dedicated creative services to the client. Service is the name of the game agency should never tire of giving to its clients at all times. In this regard let’s look at the following guidelines.

1. Contact meeting with client should be regular and agency [Read more…]

Human Resources Development

The recruitment of staff for an advertising agency presents the organization with one of its biggest challenges. While some agencies prefer to attract trained and experienced people from other agencies, others recruit fresh people who they train in the agency’s best tradition.

The recruitment process varies from one agency to another. [Read more…]

Organization and Management

Big budget advertising is a relative new industry. The developed commercial economy that supports advertising on a large scale was only established in most Western countries in the 19th century. The advertiser of that period had little need for agents.

The publisher of magazines and newspapers, however, often found it difficult to sell space in their pages to advertisers and therefore began to commission brokers to go out and sell advertising space. [Read more…]

Advertising in the Marketing Mix

Basically, marketing is the business process of managing the flow of goods, services or processes form the producer to the user or customer, involving assessment of sales of the product, etc, and responsibility for its promotion, distribution and development (The Chambers Dictionary, 1999). Implicit in this definition is that marketing involves the offer of goods, [Read more…]

Function of Advertising

The main task of advertising is to establish awareness, create favorable attitude towards the idea, product or service and stimulate demand for it among potential consumers, thereby providing the most suitable environment to effect sales. This task has been identified as the five basic roles of advertising, coded “AODCA” that is to, [Read more…]

Types of Advertising

Most advertising is designed to promote the patronage of a particular brand of product or service thereby creating brand images and symbolic appeals. This is particularly beneficial for organizations selling products and services that are difficult to differentiate on functional attributes. Some advertisements are however, intended to promote an idea or influence behavior such as encouraging people to avoid the illegal use of drugs, [Read more…]

Advertising in Nigeria

Advertising in a communication tool of marketing, public relations, promotional management, social and political mobilization. It is a form of commercial mass communication designed to promote the sale of a product or service, an institution, organization, or candidate for political office. It is the primary source of revenue for the mass media in a free market economy. [Read more…]

Economic of Dried Okra Marketing in Ebonyi State

Vegetables are important protective food for the maintenance of health and prevention of disease. They contain valuable food ingredients, which can be successfully utilized to build up and repair the body (Bakhru, 2003; Edet and Etim, 2007). Vegetables are valuable in maintaining alkaline reserve in the body. [Read more…]